3 reasons why integrated content is effective
Since the revolutionary changes brought on by the global pandemic, society and businesses have been grappling with a slew of new issues that previously would have evolved gradually over decades.
– What is the place of newly adapted technology in our buying habits and social interactions?
– How do we recreate human connectedness in newly remote scenarios which have replaced hitherto in-person interactions?
– Now that coming together in person is not a default – how do we make those experiences more special and meaningful?
As our clients and their clients tackle these complex issues we have found that the approach needs to be ‘integrated’ – delivering a range of inter-connected experiences both virtual and in person that encourage immersion, learning and brand connection between the buyer and the product.
1. Integrated content allows you to toggle seamlessly between remote and in person interactions.
Prior to the pandemic CGI content used to be delivered in a linear manner. There would be a website that would display photo-real images of the development. With a prompt to enter your details, and an invitation to meet with an agent in the sales gallery to see further information.
Now – the assumption that the buyer will come into the sales centre is not a given, and the content needs to be delivered in a more rich and integrated fashion to move them along the buying journey without necessarily being able to meet.
On projects such as Aura in Sydney, Australia we worked with our client Aqualand to craft a buyer’s journey and deliver the right content at the key journey milestones to progress the buyer to each next step – whether remotely or in person. Sneak peek content on the website (CGIs, Cinemagraphs etc) prompted the potential buyer to enter their information and then gain access to animated content and be in touch with the agent via video call. The video call allowed the agent to guide the buyer through VR Tours of the apartments on offer in a personalized fashion. When (or if) the buyer would visit the sales centre they saw an immersive brand experience as well as more VR Tours & animated upgrade finishes options and view lines.
Agents reported a faster throughout from inquiry to 'closing' conversations and higher than normal sales outcomes.
2. Integrated content allows the agent to craft a unique buyer journey for every prospect
Pivotal to the success of this campaign as well as others such as Stanly Ranch in Napa Valley, California was the degree to which the integration of content allowed the agent/broker to take the conversation in the direction most appropriate to the buyer. The Stanly Ranch project – an estate surrounding a winery and restaurants – featured an experience app that made integration of content seamless and fluid. Each buyer selected their “favourites” along the way and walked away with a unique URL showing their personalised preferences. Leading to faster sales conversions and “sign on the dotted line” conversations.
3. Integrated content allows a 2 way engagement between buyer and product
In project sales, it is pivotal to develop a sense of belonging for the potential buyer and the product they are about to purchase. If a buyer feels ‘sold to’ the connection will be all mind and no heart. When content is presented in a one way “watch this, click this, read this” manner there is little room for engagement. We have found that integrating the content – flowing seamlessly from an interactive masterplan or site model, to VR tours driven by the buyer, to finishes selections and brand film experiences which immerse you within the animation (like in immersion rooms) encourages the buyer to engage, act and connect with the product. From our survey of integrated projects we have found that agents report a higher quality of conversation that occurs once this deeper level of engagement has occurred, leading to more sales and happier clients.
Integration of content is really about the whole being greater than the sum of the parts, it’s about partnering with the buyer to explore and understand how they and the product belong together. While these concepts may seem abstract, the real world results from this approach are very promising and bode well for developers wishing to deliver maximum value to their buyers and stakeholders.